This study explores the role of customer employees’ cognitive and motivational conditions - summarized as customer resource integration readiness - that are required for value-in-use creation in
As an illustrative example of a country facing the financial crisis, the study employs Greece as a case in point for the examination of emotional advertising messages aired during the 2012 election
Measuring a person’s emotional state is one of the most challenging undertakings in marketing. Using automated systems for scanning respondent’s facial expressions is a novel approach to this
This paper aims to contribute to existing knowledge regarding characteristics of successful marketing communications and assess the relationship between message strategy and marketing communication
Smiling faces appear frequently in marketing communications, but so far they have received scant attention from marketing researchers. This study assesses the effects of including pictures of smiling